Today, the entertainment industry faces a monumental event as the Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA) goes on strike. This, combined with the ongoing strike by the Writers Guild of America (WGA), marks one of the most significant labor movements in the history of entertainment. If left unresolved, its impact could extend beyond these unions, affecting other transmedia industries as well.
At its core, this strike goes beyond the demand for a living wage; it challenges the very process of content creation. The resolution of this conflict will have far-reaching implications, potentially reshaping how we produce and consume media in the future. Some legacy actors, like Mark Hamill, have already embraced this concept, allowing their digital personas to persist long after their physical presence (with permission from their estate).
Content creation is a craft honed through years of dedication and expertise. Artists, writers, actors, and directors invest countless hours refining their skills. While technology, particularly AI, has emerged as a potential accelerator, it also poses a significant challenge. AI models are evolving rapidly, gaining the ability to generate content with impressive results. Hollywood, the cultural behemoth of our time, now faces the task of determining how to effectively leverage AI in its creative endeavors.
Reflecting on recent blockbuster movies like Guardians of the Galaxy Vol. 3 and Avengers: Endgame, one cannot help but admire the astounding visual effects (VFX) work that goes into such productions. Yet, as AI models mature, we can expect a reduction in the labor-intensive hours spent on VFX. This shift may lead to a better quality of life for professionals in the industry, with new roles replacing traditional ones.
👥 Ultimately, the audience holds the power to shape the trajectory of the industry. Will they embrace quick AI-generated content or continue to value the human creative process? Are they more inclined to idolize AI avatars like Sharon Apple or celebrate real-life talents like Zac Efron from the High School Musical era?
The outcome of this strike rests with the audience. As professionals and enthusiasts in the entertainment industry, let us engage in thoughtful discussions and contribute to the ongoing dialogue about the future of creativity. Together, we can navigate the transformative impact of technology while preserving the essence of human artistry.